Model for market segments evaluation and selection

Abstract

Suggests that the tasks involved in the market segmentation process have not been studied and developed with the same depth. Most of the academic interest has been directed towards the identification of segments, while works dealing with their evaluation and selection are very rarely found. Similarly, little attention has been paid to these tasks in the professional world. Reviews the academic material dealing with segment evaluation and selection. Also provides results of empirical research. This investigation was carried out in order to assess the importance given to these stages of the process, as well as the methods employed. Taking into account the considerable gap existing in this field both in academic and professional circles, proposes a model for the evaluation and selection of segments. The final output is a selection matrix, where segments are situated according to two multivariate dimensions. Finally, discusses different characteristics of the model.